Lamborghini’s 7-month NFT campaign ends with a special drop
The Alpha:
- After a seven-month NFT campaign, Automobili Lamborghini is ending its ‘Epic Road Trip’ run with a 60th anniversary digital collectible and special airdrops to its most consistent collectors, according to a press release shared with nft now.
- The festive collectible will be available to those who attend any of Lamborghini’s IRL 60th anniversary celebrations, as well as those who visit Lamborghini dealerships via a QR code. The commemorative collection will also be sent to those who have collected two or more NFTs from the eight separate monthly drops throughout the campaign.
- All commemorative NFT holders will have access to an exclusive AMA-style session with senior Lamborghini executives to discuss the brand’s history and future.
Dive deeper
With the latest release of Lamborghini’s Epic Road Trip NFT campaign taking place on March 20, the iconic car brand looks back at its first major foray into the Web3 space. While the company has dabbled in NFTs in the past, having teamed up with Swiss artist Fabian Oefner to release a series of five Lamborghini Ultimae collectibles last January, the Epic Road Trip signaled the brand’s long-term interest in blockchain-based technology.
“Lamborghini’s commitment to innovation extends beyond our super sports cars and into every aspect of our business – especially as we reach younger generations,” said Lamborghini’s marketing director Christian Mastro in the press release. “The Epic Road Trip is the latest example of our unconventional approach, which has driven us for six decades. As we celebrate 60 years of forward thinking, we want to reward customers and fans past, present and future for their loyalty – and give them the chance to further engage and connect with the brand.”
In the press release, the company emphasized that while the Epic Road Trip is reaching its conclusion, this is just the beginning for the brand as it continues to explore ways to engage with its fans and customer base via Web3.
While the official 60th anniversary of the company will take place on May 6, 2023, Lamborghini enthusiasts around the world are already celebrating. On February 23, more than 280 Lamborghinis gathered at the Suzuka Circuit race track in Japan. A total of 251 of the cars took part in a parade around the racetrack, officially making it the “largest parade of Lamborghini cars”, according to Guinness World Records.
What will be next
Car enthusiasts are seeing their favorite brands increasingly experimenting in the Web3 space with a keen eye. In January, Porsche dropped its first NFT collection and was met with significant criticism from the NFT community due to its high coin price and the brand’s perceived lack of transparency and communication with Web3 natives. In the wake of the backlash, the The Porsche team announced that it would cut down the initial 10,000 NFT supply and halt the coin, saying it wanted to promote “the best experience for an exclusive community.”
The course correction seems to have worked; The 2,363-strong collection’s floor price is currently 1,939 ETH ($2,900) and has made 8,951 ETH (just shy of $14 million) in trading volume on the secondary market. However, the lesson remains: if car brands approach Web3 from a web2 lens, they will likely have a hard time navigating the market.
Lamborghini has taken a slower and steadier approach to NFTs over the past year or so, and that piecemeal strategy could be paying off for the brand. The result is a more organically formed Web3 consumer base that has confidence in the company’s ability to deliver collectibles that are worth the time. And as bull market sentiment begins to gather in the Web3 space as 2023 progresses, Lamborghini’s next NFT play will be the most scrutinized yet.
